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Die Bestimmung der Repositionierungsintensitt von Marken
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Durch immer schnellere Marktvernderungen muss die Positionierung von Marken hufiger als frher berprft und angepasst werden. Markenrepositionierungen stellen somit heute mehr denn je eine wichtige Voraussetzung fr den Unternehmenserfolg dar. Tobias Recke entwickelt auf Basis semantischer Netze ein entscheidungsuntersttzendes Modell zur professionellen Planung und Steuerung von Markenrepositionierungen. Die Vorteile seines Modells gegenber traditionellen Planungsanstzen belegt der Autor anhand einer breit angelegten empirischen Untersuchung in der Versicherungswirtschaft.
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